GROUNDED • BRANDING • BRAND DESIGNER

GROUNDED • BRANDING • BRAND DESIGNER

GROUNDED • BRANDING • BRAND DESIGNER

GROUNDED • BRANDING • BRAND DESIGNER

GROUNDED • BRANDING • BRAND DESIGNER

Create. Collaborate. Heal.

Create. Collaborate. Heal.

Create. Collaborate. Heal.

Create. Collaborate. Heal.

Create. Collaborate. Heal.

Grounded is a non-profit collective of artists, musicians, dancers, filmmakers, and students inspiring the community through collaborative expression. They work in Memphis,Tennessee neighborhoods to creatively address youth violence.

My role as a brand designer on the team consisted of creating mood boards, researching and conceptualizing early directions for Grounded, as well as designing motion graphics and creating/exporting final print and digital assets. The lead brand designers were Rodrigo Calderon and Stephen Bernier.

Grounded is a non-profit collective of artists, musicians, dancers, filmmakers, and students inspiring the community through collaborative expression. They work in Memphis,Tennessee neighborhoods to creatively address youth violence.

My role as a brand designer on the team consisted of creating mood boards, researching and conceptualizing early directions for Grounded, as well as designing motion graphics and creating/exporting final print and digital assets. The lead brand designers were Rodrigo Calderon and Stephen Bernier.

Grounded is a non-profit collective of artists, musicians, dancers, filmmakers, and students inspiring the community through collaborative expression. They work in Memphis,Tennessee neighborhoods to creatively address youth violence.

My role as a brand designer on the team consisted of creating mood boards, researching and conceptualizing early directions for Grounded, as well as designing motion graphics and creating/exporting final print and digital assets. The lead brand designers were Rodrigo Calderon and Stephen Bernier.

Grounded is a non-profit collective of artists, musicians, dancers, filmmakers, and students inspiring the community through collaborative expression. They work in Memphis,Tennessee neighborhoods to creatively address youth violence.

My role as a brand designer on the team consisted of creating mood boards, researching and conceptualizing early directions for Grounded, as well as designing motion graphics and creating/exporting final print and digital assets. The lead brand designers were Rodrigo Calderon and Stephen Bernier.

Grounded is a non-profit collective of artists, musicians, dancers, filmmakers, and students inspiring the community through collaborative expression. They work in Memphis,Tennessee neighborhoods to creatively address youth violence.

My role as a brand designer on the team consisted of creating mood boards, researching and conceptualizing early directions for Grounded, as well as designing motion graphics and creating/exporting final print and digital assets. The lead brand designers were Rodrigo Calderon and Stephen Bernier.

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Good Measure helps non-profits like Grounded, establish branding, a website, pitch deck, social assets, and video production in less than 72 hours. Creatives from all over the world came to NYC during the first weekend of March to help create Grounded’s Visual and Verbal Identity. 

The brand team kicked off the first 12 hours by creating initial moodboards and brainstorming potential elements that would make up the Grounded brand. Many of our concepts focused on earthy textures, color blocks, and wide/tall typefaces. We also explored black culture and colors that reflected Memphis and nature.

Good Measure helps non-profits like Grounded, establish branding, a website, pitch deck, social assets, and video production in less than 72 hours. Creatives from all over the world came to NYC during the first weekend of March to help create Grounded’s Visual and Verbal Identity. 

The brand team kicked off the first 12 hours by creating initial moodboards and brainstorming potential elements that would make up the Grounded brand. Many of our concepts focused on earthy textures, color blocks, and wide/tall typefaces. We also explored black culture and colors that reflected Memphis and nature.

Good Measure helps non-profits like Grounded, establish branding, a website, pitch deck, social assets, and video production in less than 72 hours. Creatives from all over the world came to NYC during the first weekend of March to help create Grounded’s Visual and Verbal Identity. 

The brand team kicked off the first 12 hours by creating initial moodboards and brainstorming potential elements that would make up the Grounded brand. Many of our concepts focused on earthy textures, color blocks, and wide/tall typefaces. We also explored black culture and colors that reflected Memphis and nature.

Good Measure helps non-profits like Grounded, establish branding, a website, pitch deck, social assets, and video production in less than 72 hours. Creatives from all over the world came to NYC during the first weekend of March to help create Grounded’s Visual and Verbal Identity. 

The brand team kicked off the first 12 hours by creating initial moodboards and brainstorming potential elements that would make up the Grounded brand. Many of our concepts focused on earthy textures, color blocks, and wide/tall typefaces. We also explored black culture and colors that reflected Memphis and nature.

Good Measure helps non-profits like Grounded, establish branding, a website, pitch deck, social assets, and video production in less than 72 hours. Creatives from all over the world came to NYC during the first weekend of March to help create Grounded’s Visual and Verbal Identity. 

The brand team kicked off the first 12 hours by creating initial moodboards and brainstorming potential elements that would make up the Grounded brand. Many of our concepts focused on earthy textures, color blocks, and wide/tall typefaces. We also explored black culture and colors that reflected Memphis and nature.

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After we reviewed moodboards (there were around 15 of us), we split up into smaller teams. Our goal was to have each team create 1-2 possible identity directions.

Below are some of my logotype, color, and brand element explorations/drafts (left) as well as some ideas and other options from my small team (right). We wanted a logotype that felt grounded — something solid that portrayed characteristics of depth and covered as much "ground" as possible.

After we reviewed moodboards (there were around 15 of us), we split up into smaller teams. Our goal was to have each team create 1-2 possible identity directions.

Below are some of my logotype, color, and brand element explorations/drafts (left) as well as some ideas and other options from my small team (right). We wanted a logotype that felt grounded — something solid that portrayed characteristics of depth and covered as much "ground" as possible.

After we reviewed moodboards (there were around 15 of us), we split up into smaller teams. Our goal was to have each team create 1-2 possible identity directions.

Below are some of my logotype, color, and brand element explorations/drafts (left) as well as some ideas and other options from my small team (right). We wanted a logotype that felt grounded — something solid that portrayed characteristics of depth and covered as much "ground" as possible.

After we reviewed moodboards (there were around 15 of us), we split up into smaller teams. Our goal was to have each team create 1-2 possible identity directions.

Below are some of my logotype, color, and brand element explorations/drafts (left) as well as some ideas and other options from my small team (right). We wanted a logotype that felt grounded — something solid that portrayed characteristics of depth and covered as much "ground" as possible.

After we reviewed moodboards (there were around 15 of us), we split up into smaller teams. Our goal was to have each team create 1-2 possible identity directions.

Below are some of my logotype, color, and brand element explorations/drafts (left) as well as some ideas and other options from my small team (right). We wanted a logotype that felt grounded — something solid that portrayed characteristics of depth and covered as much "ground" as possible.

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After an hour of discussion and critique, we agreed on a logo. Below is the final concept and color palette. It was 9 pm on Saturday. This logo would serve as the vessel from which we would build the entire identity system for Grounded.

After an hour of discussion and critique, we agreed on a logo. Below is the final concept and color palette. It was 9 pm on Saturday. This logo would serve as the vessel from which we would build the entire identity system for Grounded.

After an hour of discussion and critique, we agreed on a logo. Below is the final concept and color palette. It was 9 pm on Saturday. This logo would serve as the vessel from which we would build the entire identity system for Grounded.

After an hour of discussion and critique, we agreed on a logo. Below is the final concept and color palette. It was 9 pm on Saturday. This logo would serve as the vessel from which we would build the entire identity system for Grounded.

After an hour of discussion and critique, we agreed on a logo. Below is the final concept and color palette. It was 9 pm on Saturday. This logo would serve as the vessel from which we would build the entire identity system for Grounded.

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At first glance, the logomark is an upward arrow. It exemplifies the idea that though we are grounded, we are always moving up, never down. The shelf above the arrow captures elevation. Movement artists are always, well... moving! Staying elevated mentally and physically, while also remaining humble and grounded. When looking at the logomark a little closer, you'll see that it's an abstract "G" as well.

Typography was also selected. We identified styles for headers, secondary headers, and body copy to be applied across all platforms - web, video, and print. Anton is a beautiful, tall typeface that helped solidify Grounded in regards to headers as well as advertising material. Montserrat was chosen for secondary and body copy. Space Mono is used sparingly for supportive copy.

At first glance, the logomark is an upward arrow. It exemplifies the idea that though we are grounded, we are always moving up, never down. The shelf above the arrow captures elevation. Movement artists are always, well... moving! Staying elevated mentally and physically, while also remaining humble and grounded. When looking at the logomark a little closer, you'll see that it's an abstract "G" as well.

Typography was also selected. We identified styles for headers, secondary headers, and body copy to be applied across all platforms - web, video, and print. Anton is a beautiful, tall typeface that helped solidify Grounded in regards to headers as well as advertising material. Montserrat was chosen for secondary and body copy. Space Mono is used sparingly for supportive copy.

At first glance, the logomark is an upward arrow. It exemplifies the idea that though we are grounded, we are always moving up, never down. The shelf above the arrow captures elevation. Movement artists are always, well... moving! Staying elevated mentally and physically, while also remaining humble and grounded. When looking at the logomark a little closer, you'll see that it's an abstract "G" as well.

Typography was also selected. We identified styles for headers, secondary headers, and body copy to be applied across all platforms - web, video, and print. Anton is a beautiful, tall typeface that helped solidify Grounded in regards to headers as well as advertising material. Montserrat was chosen for secondary and body copy. Space Mono is used sparingly for supportive copy.

At first glance, the logomark is an upward arrow. It exemplifies the idea that though we are grounded, we are always moving up, never down. The shelf above the arrow captures elevation. Movement artists are always, well... moving! Staying elevated mentally and physically, while also remaining humble and grounded. When looking at the logomark a little closer, you'll see that it's an abstract "G" as well.

Typography was also selected. We identified styles for headers, secondary headers, and body copy to be applied across all platforms - web, video, and print. Anton is a beautiful, tall typeface that helped solidify Grounded in regards to headers as well as advertising material. Montserrat was chosen for secondary and body copy. Space Mono is used sparingly for supportive copy.

At first glance, the logomark is an upward arrow. It exemplifies the idea that though we are grounded, we are always moving up, never down. The shelf above the arrow captures elevation. Movement artists are always, well... moving! Staying elevated mentally and physically, while also remaining humble and grounded. When looking at the logomark a little closer, you'll see that it's an abstract "G" as well.

Typography was also selected. We identified styles for headers, secondary headers, and body copy to be applied across all platforms - web, video, and print. Anton is a beautiful, tall typeface that helped solidify Grounded in regards to headers as well as advertising material. Montserrat was chosen for secondary and body copy. Space Mono is used sparingly for supportive copy.

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Brand elements such as iconography were designed and incorporated within media kits, web, and video if needed. These icons aligned with Grounded's mission statement of creating, collaborating, and healing.

I played a part in bringing them to life through animation as well as creating patterns for more youthful assets.

Brand elements such as iconography were designed and incorporated within media kits, web, and video if needed. These icons aligned with Grounded's mission statement of creating, collaborating, and healing.

I played a part in bringing them to life through animation as well as creating patterns for more youthful assets.

Brand elements such as iconography were designed and incorporated within media kits, web, and video if needed. These icons aligned with Grounded's mission statement of creating, collaborating, and healing.

I played a part in bringing them to life through animation as well as creating patterns for more youthful assets.

Brand elements such as iconography were designed and incorporated within media kits, web, and video if needed. These icons aligned with Grounded's mission statement of creating, collaborating, and healing.

I played a part in bringing them to life through animation as well as creating patterns for more youthful assets.

Brand elements such as iconography were designed and incorporated within media kits, web, and video if needed. These icons aligned with Grounded's mission statement of creating, collaborating, and healing.

I played a part in bringing them to life through animation as well as creating patterns for more youthful assets.

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Spray textures were designed to help capture the feeling of the fast, erratic movements in Jookin, a popular dance that originated in Memphis. These elements allowed us to capture a street dynamic that is relevant in modern dance culture today. Textures are meant to be used in both digital and print material.

Spray textures were designed to help capture the feeling of the fast, erratic movements in Jookin, a popular dance that originated in Memphis. These elements allowed us to capture a street dynamic that is relevant in modern dance culture today. Textures are meant to be used in both digital and print material.

Spray textures were designed to help capture the feeling of the fast, erratic movements in Jookin, a popular dance that originated in Memphis. These elements allowed us to capture a street dynamic that is relevant in modern dance culture today. Textures are meant to be used in both digital and print material.

Spray textures were designed to help capture the feeling of the fast, erratic movements in Jookin, a popular dance that originated in Memphis. These elements allowed us to capture a street dynamic that is relevant in modern dance culture today. Textures are meant to be used in both digital and print material.

Spray textures were designed to help capture the feeling of the fast, erratic movements in Jookin, a popular dance that originated in Memphis. These elements allowed us to capture a street dynamic that is relevant in modern dance culture today. Textures are meant to be used in both digital and print material.

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Some of the strongest brand elements are derived from the powerful imagery in Grounded's upcoming film, "Me and the Light" by Alan Spearman and Mark Adams. Alan and Mark, Co-Founders of Grounded, are EMMY® award-winning filmmakers. The film is part of a pilot series of arts-infused community walks aimed to reduce youth violence in Memphis during the summer of 2018.

Below are some stills taken from the film, in which we applied the brand colors to create duotone imagery for print and digital advertisements, banners, and social media.

Some of the strongest brand elements are derived from the powerful imagery in Grounded's upcoming film, "Me and the Light" by Alan Spearman and Mark Adams. Alan and Mark, Co-Founders of Grounded, are EMMY® award-winning filmmakers. The film is part of a pilot series of arts-infused community walks aimed to reduce youth violence in Memphis during the summer of 2018.

Below are some stills taken from the film, in which we applied the brand colors to create duotone imagery for print and digital advertisements, banners, and social media.

Some of the strongest brand elements are derived from the powerful imagery in Grounded's upcoming film, "Me and the Light" by Alan Spearman and Mark Adams. Alan and Mark, Co-Founders of Grounded, are EMMY® award-winning filmmakers. The film is part of a pilot series of arts-infused community walks aimed to reduce youth violence in Memphis during the summer of 2018.

Below are some stills taken from the film, in which we applied the brand colors to create duotone imagery for print and digital advertisements, banners, and social media.

Some of the strongest brand elements are derived from the powerful imagery in Grounded's upcoming film, "Me and the Light" by Alan Spearman and Mark Adams. Alan and Mark, Co-Founders of Grounded, are EMMY® award-winning filmmakers. The film is part of a pilot series of arts-infused community walks aimed to reduce youth violence in Memphis during the summer of 2018.

Below are some stills taken from the film, in which we applied the brand colors to create duotone imagery for print and digital advertisements, banners, and social media.

Some of the strongest brand elements are derived from the powerful imagery in Grounded's upcoming film, "Me and the Light" by Alan Spearman and Mark Adams. Alan and Mark, Co-Founders of Grounded, are EMMY® award-winning filmmakers. The film is part of a pilot series of arts-infused community walks aimed to reduce youth violence in Memphis during the summer of 2018.

Below are some stills taken from the film, in which we applied the brand colors to create duotone imagery for print and digital advertisements, banners, and social media.

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Early on when we were deciding on an identity direction with the logo, we thought about the t-shirt test. Would the artists and founders of Grounded be excited to wear this new branding on t-shirts and other gear?

If yes, then we are onto something. If not, something isn't working. When we had fully fleshed out and refined the brand, we thought it was appropriate to design some streetwear and other collateral that made sense for Grounded and their community.

Notebooks and pencils for schools, beanies and snapbacks to compliment the hoodies, shoes, and stickers — all of these seemed appropriate for the brand. We created the entire package as a team, and even provided print ready files so that our client could hit the ground running!

Early on when we were deciding on an identity direction with the logo, we thought about the t-shirt test. Would the artists and founders of Grounded be excited to wear this new branding on t-shirts and other gear?

If yes, then we are onto something. If not, something isn't working. When we had fully fleshed out and refined the brand, we thought it was appropriate to design some streetwear and other collateral that made sense for Grounded and their community.

Notebooks and pencils for schools, beanies and snapbacks to compliment the hoodies, shoes, and stickers — all of these seemed appropriate for the brand. We created the entire package as a team, and even provided print ready files so that our client could hit the ground running!

Early on when we were deciding on an identity direction with the logo, we thought about the t-shirt test. Would the artists and founders of Grounded be excited to wear this new branding on t-shirts and other gear?

If yes, then we are onto something. If not, something isn't working. When we had fully fleshed out and refined the brand, we thought it was appropriate to design some streetwear and other collateral that made sense for Grounded and their community.

Notebooks and pencils for schools, beanies and snapbacks to compliment the hoodies, shoes, and stickers — all of these seemed appropriate for the brand. We created the entire package as a team, and even provided print ready files so that our client could hit the ground running!

Early on when we were deciding on an identity direction with the logo, we thought about the t-shirt test. Would the artists and founders of Grounded be excited to wear this new branding on t-shirts and other gear?

If yes, then we are onto something. If not, something isn't working. When we had fully fleshed out and refined the brand, we thought it was appropriate to design some streetwear and other collateral that made sense for Grounded and their community.

Notebooks and pencils for schools, beanies and snapbacks to compliment the hoodies, shoes, and stickers — all of these seemed appropriate for the brand. We created the entire package as a team, and even provided print ready files so that our client could hit the ground running!

Early on when we were deciding on an identity direction with the logo, we thought about the t-shirt test. Would the artists and founders of Grounded be excited to wear this new branding on t-shirts and other gear?

If yes, then we are onto something. If not, something isn't working. When we had fully fleshed out and refined the brand, we thought it was appropriate to design some streetwear and other collateral that made sense for Grounded and their community.

Notebooks and pencils for schools, beanies and snapbacks to compliment the hoodies, shoes, and stickers — all of these seemed appropriate for the brand. We created the entire package as a team, and even provided print ready files so that our client could hit the ground running!

Guidelines were designed to ensure brand consistency.

Guidelines were designed to ensure brand consistency.

Guidelines were designed to ensure brand consistency.

Guidelines were designed to ensure brand consistency.

Guidelines were designed to ensure brand consistency.

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Credits

Credits

Credits

Credits

Credits

I would like to thank the good people over at Good Measure for setting all of this up. In less than 72 hours, with the collaboration of over 50 people, an identity, website, and videography were created for Grounded.

I would also like to thank Grounded for allowing us to do this work for them. Meeting the team and understanding what they were all about was an experience on its own.

Lastly, big thanks to all of the team leads for pulling through for the weekend. All of you helped steer the ship in the right direction, but at the end of the day we all felt like one unit. Titles didn't exist, just good work.

I would like to thank the good people over at Good Measure for setting all of this up. In less than 72 hours, with the collaboration of over 50 people, an identity, website, and videography were created for Grounded.

I would also like to thank Grounded for allowing us to do this work for them. Meeting the team and understanding what they were all about was an experience on its own.

Lastly, big thanks to all of the team leads for pulling through for the weekend. All of you helped steer the ship in the right direction, but at the end of the day we all felt like one unit. Titles didn't exist, just good work.

I would like to thank the good people over at Good Measure for setting all of this up. In less than 72 hours, with the collaboration of over 50 people, an identity, website, and videography were created for Grounded.

I would also like to thank Grounded for allowing us to do this work for them. Meeting the team and understanding what they were all about was an experience on its own.

Lastly, big thanks to all of the team leads for pulling through for the weekend. All of you helped steer the ship in the right direction, but at the end of the day we all felt like one unit. Titles didn't exist, just good work.

I would like to thank the good people over at Good Measure for setting all of this up. In less than 72 hours, with the collaboration of over 50 people, an identity, website, and videography were created for Grounded.

I would also like to thank Grounded for allowing us to do this work for them. Meeting the team and understanding what they were all about was an experience on its own.

Lastly, big thanks to all of the team leads for pulling through for the weekend. All of you helped steer the ship in the right direction, but at the end of the day we all felt like one unit. Titles didn't exist, just good work.

I would like to thank the good people over at Good Measure for setting all of this up. In less than 72 hours, with the collaboration of over 50 people, an identity, website, and videography were created for Grounded.

I would also like to thank Grounded for allowing us to do this work for them. Meeting the team and understanding what they were all about was an experience on its own.

Lastly, big thanks to all of the team leads for pulling through for the weekend. All of you helped steer the ship in the right direction, but at the end of the day we all felt like one unit. Titles didn't exist, just good work.

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© 2019 Pedro Peguero Jr. All rights reserved. Made with  on the go in New York.

© 2019 Pedro Peguero Jr. All rights reserved. Made with  on the go in New York.

© 2019 Pedro Peguero Jr. All rights reserved.
Made with 
 on the go in New York.